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Starting today you can use Google to make your own “gadget” that can be added to your site. From the Seattle PI –

Getting more people to log in to the site is important to Google because it allows the company to log more data that helps its algorithms better understand the nuances underlying many search requests that could have multiple meanings.

With a personal login, “the search engine is your friend and starts to know something about you” Mayer said during a Monday briefing with reporters.

With more knowledge about a person, Google theoretically will be able to deliver more relevant search results and also select ads that are more likely to induce the revenue-generating clicks that generate most of its profit.